Basic Strategies for Multi-Channel Integration

He also recommends breaking down departmental silos and having a strong leader steer the effort.

Looking into the future, Terpstra says he sees the potential for organizations — especially on-the-ground relief groups — to add social-networking tools such as blogs to their integrated campaigns.

“I can see it working for doctors or nurses or workers out in the field, kind of writing a little diary, and being able to post it to the Web for the donor to be able to have instant access to it,” he adds.